Training Course Syllabus:
The Content Marketing Conference - Marketing
Gain the knowledge and skills to create content
marketing that will send sales and brand awareness soaring!
An effective content marketing strategy energizes your overall marketing efforts
and dramatically improves your site’s search rankings. However, creating
powerful content that impacts your bottom line is more than just posting a few
articles, setting up a blog, or pumping out an occasional video that you pray
Join us for this fun, informative, and eye-opening one-day content marketing
conference where you’ll choose from eight powerful sessions created by some of
today’s best and most plugged-in content marketers. Each track concentrates on
one of the two different — but equally critical — components of a successful
content marketing process: Strategy and Execution.
Guarantee your content marketing STRATEGY is sound in Track 1.
You can’t get to where you want to go without a good map, and this track will
give you all the tools you need to build an effective and agile content
marketing strategy. Create a solid foundation for your content marketing plan
that is flexible enough to immediately adapt to changes in the marketplace. Keep
your organization on the leading edge no matter what size your budget is. You’ll
discover how to build a process so strong that you’ll provide your customers
with great content every time. Get the dos and don’ts of successful content
strategy in this enlightening track.
Discover how to confidently EXECUTE your strategy for maximum ROI in Track 2.
Learn about the other half of a successful content marketing process during this
track. No matter how good your strategy is, it can still get messed up without
the right execution. Thousands of organizations sabotage a sound strategy by
filling their content pipeline with sub-par, boring, irrelevant, and just plain
BAD content. No matter how much content you need — and every organization is
different — it all has to be good. In this track, learn how to make every piece
of content you produce engaging to the reader or viewer ... ensure that it
raises and strengthens brand loyalty ... and verify it is legally (and
ethically) safe for you to post.
Give your content marketing the boost it needs to stand out in today’s
overcrowded marketplace. Enroll in this conference today.
The Content Marketing Conference Course Agenda:
Opening Session: Content Marketing —
Cutting Through the Clutter to Find Out What Really Works
A look at the state of content marketing in today’s world ... what it is and
what it isn’t ... and how to tell if you’re doing it the right way. It’s a fact
that many consumers — especially those under 30 — have learned to tune out and
shut off traditional marketing mediums, and smart marketers know it is becoming
less and less effective. But the world of content marketing is vast and seems to
change daily. Get the lowdown on the state of content marketing as it is used
Track 1 — Creating an Effective Content Strategy: The Road Map to Marketing
Session 1: Content Marketing 101: Getting the Basics Right
Not all content is created equal. Find out which
type of content will work best for the audience you want to get.
- How to test your content type to see what kind
works best for your audience
- Educating other decision makers about the
importance of content marketing in 2014 and beyond
- Why impatient people will fail at
successful content marketing
Session 2: Start Using Social Media Correctly,
and Stop Wasting Time and Resources
One content marketing expert once said, “If
content is the gasoline, then social media is the fire!” Learn why you must
spend time building your Google+, Twitter, Facebook profile, and more.
- How to build your organization’s social
profile to take full advantage of content marketing
- Turning a reader into a fan — the life cycle
of an avid follower on social media
- The top social media tools your brand should
be using to measure social listening, responding to customer comments,
creating and managing campaigns, and more
Session 3: Content Marketing Analytics: The
Numbers Never Lie ... Right?
Learn how to test your content marketing efforts
and get numbers behind what you’re doing to make the best business decisions.
- How to deal with content marketing typically
yielding indirect ROI — and how to explain that to higher-ups
- What numbers matter most in content marketing?
Traffic ... conversion rate ... share rates ... and more
- Avoid the biggest mistakes marketers make when
it comes to analyzing Website metrics
Session 4: Using SEO to Electrify Your Online
If you think search engine optimization is just
keyword repetition and directory submissions to give your link profiles a boost,
you’re living in the past. Join us for this session and discover how modern SEO
is central to every content marketing strategy.
- How important is keyword research to content
- Revealing the complicated relationship between
organic search and promoting your content
- Using SEO to measure the effectiveness of your
content and optimizing it to produce greater ROI
Track 2 — Executing Your Strategy for Spectacular Results
Session 1: Which Content Management System Works Best for You?
In this session, we’ll explore what your ideal
CMS will contain, what it will allow you to do, and who exactly should have
access to it.
- A brief overview of the top CMS used in the
marketplace — no selling, just facts
- The critical differences between a Web CMS, a
component CMS, and an enterprise CMS
- Find out if the CMS you already have in place
is doing its job, or if there is something better
Session 2: Create Compelling, Engaging, and
Online content is not just the occasional text
article posted on your site. Join us in this session and learn what kind of
content is drawing viewers, and what you could be missing.
- The lowdown on video, podcasts, interactive
materials, research, and infographics, and how to use them
- How to make sure your content is evergreen.
(And if you’re not sure what that means, PLEASE do not skip this session!)
- When do you create content internally, and
when is it better to get outside help? Find out here ...
Session 3: The Dos and Don’ts of Creating
For most marketers, good-quality content is meant
to be shared — and shared a lot. Discover the proper ethics and etiquette for
citing content, how to respond to negative comments from others, and writing
mistakes to avoid that ruin your credibility.
- A quick primer about crediting third-party
content, pictures, and more that too many companies mess up — and why it could
cost you if you make the same mistakes
- The 4 different types of negative online
feedback and how to respond to each to defuse the situation
- Simple writing errors that must be avoided
Session 4: How to Personalize Your Content to
Your Organization’s Vision and Style
Being able to articulate and hone your corporate
vision into all your content is vital to your marketing success. Learn how to
make your brand stand head and shoulders above your competition.
- A 4-step exercise to help you articulate your
company’s values and vision
- How to add value to your content that
guarantees you will build a strong connection with the community you’re trying
- Creating your company’s editorial style that
will apply to all your content whether it is print, video, blogs, and more
Closing Session: Content Marketing Trends and
How You Can Stay Ahead of the Curve
A look back at the highlights of the Conference,
plus get the frank and honest opinions from our marketing experts about the
future of content marketing and why it will continue to be one of the most
powerful promotional and informational tools ever created. When YouTube users
are uploading 100 hours of video to the site EVERY MINUTE OF THE DAY, it will
take clear and concise planning to stand out from your competitors. Join us at
this Conference and put yourself and your company on the leading edge of content
Note: Participants will choose a session to
attend in either track the day of the conference
Our training seminars offer Continuing Education
Credits (based on contact hours) upon completion. Credits are issued by
Rockhurst University Continuing Education Center, Inc. according to the
guidelines set forth by IACET. Please note that Continuing Education Credit
approval is at the discretion of your licensing board; not all seminar topics
are approved by all boards. Contact your licensing board or agency for specific
information relating to your profession
SEMINAR TRAINING TIME:
Seminar Check-In 8:30 AM
Seminar Class 9:00 AM - 4:00 PM